Services Marketing: Integrating Customer Focus Across the Firm

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9780072471427: Services Marketing: Integrating Customer Focus Across the Firm

"Services Marketing, 3/e", by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition.

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From the Publisher:

Coverage of Customer Relationship Management, Customer Equity, and Lifetime Value Analysis Expanded: These new and expanded topics reflect current trends in understanding and recognizing customer profitability.
Latest Research Findings and Business Examples Included: A recurring feature of this text has been incorporation of the most current academic and business research as well as business examples.
Business-to-Business Coverage Increased: More B2B examples are integrated into the chapters to highlight the differences between B2B and business to customer (B2C) marketing applications.
Technology and Internet Coverage Increased and Updated: Students are exposed to the latest technology applications in the service sector.
New Marketing Topics: Including management and measurement of service quality, service recovery, linking of customer measurement to performance measures, and cross-functional treatment of issues. Each of these topics represents pivotal content for tomorrow's corporations as they structure around processes rather than tasks, engage in one-to-one marketing, mass customize their offerings, and attempt to build strong relationships with their customers.
Cross-Functional Treatment of Issues: through integration of marketing with other disciplines such as operations and human resources. This coverage illustrates to students the strong role that teams play in the business world and specifically in developing and marketing a service.
Students Develop the Skills Needed to Market a Service: Students learn how to apply basic marketing concepts in the service environment.
Three Service Ps: People, Physical Evidence, Process: Builds upon the traditional marketing mix to address differences between marketing of services and tangible goods.
Focus on Customer Relationships and Relationship Marketing Strategies: Integrated throughout the text to reinforce the role that relationship marketing plays in marketing a service.
Emphasis on Service Quality Measurement: Reflects the importance good companies place on their ability to quantify and measure service quality as they strive to build customer loyalty and evaluate the effectiveness and efficiency of service offerings.
Focus on Customer Expectations and Perceptions: Key to developing and delivering service offerings that customers will value.
Detailed Coverage of Service Development Processes: Including a detailed and complete introduction to service blueprinting'a tool for describing, designing and positioning services'exposes students to forward-thinking ideas intended to better match service with customer expectations.
Technology Spotlight Boxes: in each chapter highlight the role technology plays in Services.
Global Feature Boxes: Highlight global services marketing examples.
Consumer-based Pricing and Value Pricing Strategies: shows students how to price a service.

About the Author:

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

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